Perscopix is a London-based performance marketing firm acquired by Merkle in May.

DBG also brings vertical expertise.

“We’re pretty excited about gaining a foothold in the automotive space,” Berry said, referring to an area that occupies about 50% of DBG’s business.

Merkle is banking that the US and UK markets are very similar. “We feel that the value proposition and the approach we brought to the United States will transport very well to the United Kingdom,” Berry said.

Merkle’s next step is either to build out additional capabilities within DBG, or to acquire other UK companies that will strengthen its European arm.

“This is the next step in the road of building Merkle United Kingdom,” Berry said, adding the company plans more activity in the sector in the coming months.

Merkle had been courting DBG for almost three years, with no notable competition for the acquisition.